Swiss-Belhotel International

Overview

Swiss Belhotel International is recognized as one of the world's fastest-growing hotel chains and management groups. Ranked amongst the world's top 100 international hotel management companies, Swiss-Belhotel International has been awarded six times as Indonesia's leading global hotel chain and favourite 4-Star hotel.

The Challenge

In 2017, Swiss-Belhotel International reached out to Fastrack because visitors to their website were converting at a very low rate and despite running great specials and using conversion strategies on their website they could not increase their direct bookings. Additionally, despite having a large website with strong ranking potential and a lot of content, Swiss-Belhotel were not ranking highly in search engines for non-branded, valuable keywords.

The Solution

Swiss-Belhotel appointed Fastrack to clean up their website’s technical SEO, write new hotel homepage copy for the hotels in Australia and New Zealand and do ongoing conversion rate optimisation (CRO).

Fastrack identified many major SEO flaws in the Swiss-Belhotel website and made recommendations to rectify the issues. New homepage copy was produced which was rich in non-branded keywords yet easy to read.

Fastrack made recommendations to improve the incorrect setup of the Swiss-Belhotel booking engine which was causing the loss of many potential customers. Lastly, Fastrack completely redesigned the Swiss-Belhotel website, which was very outdated, and ran an A/B split-test on the new design against the old one.

The Results

The conversion rate of the booking engine increased by 54% after Fastrack’s recommendations were implemented.

Fixing the technical SEO issues and adding the new SEO hotel homepage copy resulted in many new first page rankings for non-branded keywords and increased organic traffic and bookings.

The redesign A/B split-test proved that a better, more modern website design not only converted at a higher rate, but held users on the website for longer periods of time and resulted in lower bounce rates.

Fastrack is constantly running multiple CRO experiments on the Swiss-Belhotel International website to identify ways to improve conversion rate. These experiments are continually revealing ways to improve usability, incentivisation and numbers of bookings.